.ladygaga is introducing an all-new Haus Labs (formerly known as Haus Laboratories), starting with the name. Roughly 100 stock keeping units across eye, lip and cheek cosmetics will be launching exclusively with Sephora on June 9.
For Gaga, the creative force behind the brand as well as the winner of 13 Grammy awards, 18 MTV Video Music awards, two Golden Globe awards and an Oscar, rethinking the brand started by building a product-first value proposition.
Haus Labs’ chief executive officer Ben Jones said the learnings from the Amazon-focused era were myriad. “It came with a lot of plusses, and we both learned a lot,” he said. “You have to learn that sometimes speed is not your friend. You really need certain amounts of time if you’re going to push boundaries…[in 2018], Gaga was really keen on the fact that on Day One, we’d be live in 200 countries.
Despite Gaga’s high level of involvement with the brand, Haus Labs was intended to stand alone separately from its famed founder based on its own ethos. “Our point of view is that she’s really the cherry on top, she’s our number-one influencer. But this isn’t an influencer brand. We’re leading with product first, and innovation first.
Patrick added that makeup across brand types is back on the rebound, as “masks are coming off, people are going out, and there’s a lot of pent-up demand.” For the first quarter of 2022, makeup grew 30 percent to $1.8 billion, holding its spot as prestige beauty’s largest category, according to U.S.
“Almost 25 percent of our consumers are men who wear makeup, so we know that’s a pretty big point of differentiation,” Coller said. Although the products are “created for everyone at all levels, ages, shapes, sizes and genders,” per Coller, the demographic sweet spot is between ages 30 and 35, and the products were deliberately priced as an entry point to prestige beauty.
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